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  • Reviewed in 2019, the Professional Marketing Competencies are a framework of marketing abilities which provides a guide to the skills and behaviours that are expected of professional marketers at varying levels of proficiency.

    Developed from extensive research with employers and employees in marketing and broader business functions, the Competencies give individuals and organisations the basis on which to assess the abilities of a capable and competent marketer.

    Click on any of the sections for more detail or download the full PDF.

    © CIM 2019


    The core capabilities sit at the heart of marketing and are relevant to all marketers regardless of their role, their industry sector or the stage that they have reached in their career.


    The technical competencies identify the knowledge and skills required in specific areas of marketing, reflecting the variation in career progression available in this field.


    These capabilities describe the behaviours that marketing professionals need to be able to demonstrate in order to do their jobs efficiently and effectively and contribute to the achievement of business goals.